Australia’s wine aisle just got a whole lot less intimidating.
Meet Ask The Elephant, the fresh new sub brand from Elephant In The Room, created for a new generation of wine drinkers who are done with the rules, skipping the ceremony, and choosing wine their own way.
As traditional wine rituals continue to lose their sparkle, younger Australians are rewriting the rulebook. It’s no longer about swirling, sniffing or decoding fancy jargon it’s about flavour, fun and finding a wine you genuinely enjoy. Ask The Elephant embraces exactly that mindset with a range designed to make wine feel easy, approachable and completely stress free.
Built around curiosity, experimentation and personal taste, the collection features five crowd pleasing varietals: Sauvignon Blanc, Pinot Grigio, Merlot, Shiraz and Cabernet Sauvignon. Leading the national launch are the BOLD Shiraz and DETAILED Cabernet Sauvignon, two wines that do exactly what they say on the label.
The BOLD Shiraz has a big personality and absolutely nothing subtle about it. Jam packed with berries and rich dark chocolate notes, it delivers bold flavour from the very first sip while still being smooth and easy to drink. It’s the kind of red that instantly feels made for barbecues, burgers and cosy nights in with friends.
Meanwhile, the DETAILED Cabernet Sauvignon lives up to its name with deep, layered character that feels refined without ever becoming overbearing. Rich and balanced, it really shines alongside red meat, making it the perfect bottle to bring along to your favourite restaurant, a dinner party or a spontaneous cheese board night with friends.
Instead of complicated tasting notes and old school wine etiquette, Ask The Elephant keeps things refreshingly simple with playful flavour led descriptors that help shoppers choose a bottle with confidence no sommelier dictionary required.
Made for midweek dinners, casual catch ups, last minute plans and effortless entertaining, the range puts enjoyment first and proves that great wine doesn’t need rules or rituals just good taste and people you like spending time with.
To celebrate the launch, Ask The Elephant is also giving wine lovers the chance to win free wine for a year. Shoppers simply need to purchase a specially marked bottle in store and scan the QR code on pack to enter.
The Ask The Elephant BOLD Shiraz and DETAILED Cabernet Sauvignon are now available nationally at BWS and Dan Murphy’s for RRP $9.99.
Leave a Reply